Eight families, an all-female crew, six weeks to Mother's Day.

Fresh off three Grammy wins as 2019's most nominated female artist, Brandi Carlile and Elektra Records needed an official video for "The Mother", a song about motherhood across ages, family structures and gender norms. Genero put the brief to its female filmmaker network. New York filmmaker Jess Lowe, whose credits include work on Radiohead music videos, was commissioned and shot with an all-female crew. Her documentary-style film follows a day in the life of an American mother, told through eight families sharing a single timeline.Delivered in six weeks for Mother's Day, the video drew coverage from Rolling Stone, Billboard, NPR and USA Today.